ACTUAL PROGRAMMATIC COSTS

An issue that has been prevalent in the business was recently covered in a piece by Advertising Age regarding the “Hidden Costs of Programmatic.” For marketers, the introduction of programmatic advertising was groundbreaking. They were able to precisely target people at scale and offer ads across screens and formats in a matter of milliseconds thanks to the data-driven, automated method. Moreover, programmatic inventory was less expensive than contacting publishers directly. Theoretically, intelligent automation at a reduced cost was a marketer’s paradise.